They are almost like musicals, showcasing the brand and product benefits in an entertaining way. The films use the magical voice of Shankar Mahadevan, and feature him in the ads as well. A need to communicate things differently. To refresh a brand like this, there was a need to be seen differently. Siddharth Shankar Mahadevan is an Indian film composer who is known for his songs in the film Bhaag Milkha Bhaag in which he sang 'Zinda' and the rock version of the title song 'Bhaag Milkha Bhaag'. It has built brand equity for decades, and they are now coming to the forefront with an array of lighting, fans and appliances that are right up there in terms of design and technology. Getting Shankar Mahadevan for our new ad campaign was a great decision as he has done a tremendous job with his singing as well as acting skills, capturing our vision of transforming into a modern, innovative, progressive and stylish brand.”Ĭommenting on the campaign, Pawan Bhatt, Executive Vice President, Ogilvy, said, 'Surya is a strong legacy brand. Nirupam Sahay, ED & CEO, Lighting & Consumer Durables, Surya Roshni, said, “At Surya, we believe in keeping our consumers at the forefront, and focus on products that meet the aspirations of the modern and progressive consumer. The Surya Smart Lighting and Low Noise Mixer Grinder campaigns have been launched in October, and will run across television, print and digital platforms.

However, to their surprise, the Mixer Grinder turns out to be operating with very low noise and vibrations. When they are ready to switch on the Mixer Grinder, they start singing loudly, expecting the appliance to make a lot of noise. The second advertisement on Surya Mixer Grinders features Mahadevan in the kitchen along with his children.

Shankar mahadevan